STATE OF MIND, the national mental fitness charity that has harnessed the power of sport to educate, support and empower communities since 2011, is proud to unveil its 2026 rebrand and refreshed organisational ethos: “Share Yours.”
This evolution marks a significant milestone in the charity’s journey — from its original tagline “State of Mind – What’s Yours?”, which invited individuals to reflect on their internal experience, to “Share Yours,” a bold new call to action that encourages connection, collective support and mutual sharing of stories and experiences.
For over 15 years since its establishment, following the death of professional rugby league international Terry Newton, State of Mind has used sport, particularly rugby league and other athletic communities, as a powerful vehicle to open up conversations about mental fitness, wellbeing and suicide prevention. The original “What’s Yours?” campaign helped spark personal reflection and encouraged audiences to recognise and articulate their own mental health challenges. Over time, the charity’s work has grown in reach and impact — delivering education, awareness campaigns, community engagement, mental fitness sessions, and mental health first aid training across sports clubs, workplaces, education and community groups throughout the UK and beyond.
A New Chapter: “Share Yours” The “Share Yours” ethos builds on this foundation by placing shared experience at the heart of mental fitness. It recognises that connection, authenticity and the courage to share personal stories with others are essential to reduce stigma, strengthen resilience and deepen mutual understanding.
This shift underscores STATE OF MIND’s mission to move beyond awareness alone — inviting individuals and communities to actively engage in every-day support, active listening and encouragement. “We’ve listened to the stories of so many people over the years,” said Dr. Phil Cooper MBE, Co-Founder and Trustee of State of Mind. “The more we heard, the clearer it became that reflection alone wasn’t enough. Real change happens when we share our experiences — when we let others in. ‘Share Yours’ embodies that belief. It’s a message of mutual support, connection and courage to get us all more mentally fit.”
Brian Carney, rugby league commentator, former rugby international and friend of Terry Newton, is a founding Ambassador for the charity. “Sharing your state of mind allows you to release some of those feelings that are locked inside. We’re pretty special machines – but we’re not entirely self-sufficient. While as human beings we can deal with so much – happiness, tragedy, sadness – it’s better shared. I do like to think we would have been able to help Terry (Newton) had he been able to share, and had we been more aware of his needs at the time.”
Leading brand builders, Hopeful, have worked with STATE OF MIND on the rebrand. "The gravity of the charity’s legacy, its origin and sharp societal relevance, brought a deeper responsibility to the work” said Stephen Murray, Founder and Creative Strategy Director at Hopeful. “A series of carefully managed workshops and honest conversations with key stakeholders allowed us to sensitively transition the organisation into a newer, bolder and ever more energised positioning. A positioning that we hope progresses our social dialogue beyond the stigma of ‘mental health' into a more active and encouraging message that is mental fitness."
Why Now? 2026 marks 15 years since the charity’s inception within UK rugby league, and its evolution into a national movement, engaging players, coaches, employees, fans and communities across sports, education and enterprise. The rebrand reflects both the maturity of the organisation and the growing recognition that shared human experience — not just individual insight — is critical to mental health culture change. The new brand identity and ethos will be rolled out across STATE OF MIND’s online platforms, educational resources and community initiatives in the months ahead, with a programme of events and activities designed to amplify “Share Yours” and encourage open dialogue in every corner of the sporting world and beyond.
About STATE OF MIND SPORT STATE OF MIND SPORT is a UK-based charity that harnesses the power of sport to promote positive mental fitness, raise awareness, provide education and encourage individuals to seek timely support.
For 15 years, STATE OF MIND has worked with sporting communities, commercial organisations, academic institutions, and supporters to tackle stigma around mental health and help prevent suicide. STATE OF MIND’s Impact on the Workplace. STATE OF MIND works with organisations across the UK to build a positive workplace culture, empowering teams and individuals to thrive both professionally and personally.
• Over 250,000 people have accessed different STATE OF MIND SPORT mental fitness sessions since 2011
• All mental fitness coaches have lived experience of sport and mental fitness challenges
• Delivered mental fitness sessions in over 600 commercial organisations, 400 sports clubs and over 300 schools, colleges and universities.
• Delivered over 300 Mental Health First Aid Courses with over 3000 mental health first aid graduates
